A wealth of new data has contributed to impressive growth across various aspects of digital over the past three months, so our new Digital 2019 Q4 Global Digital Statshot report – produced in partnership with We Are Social and Hootsuite – has plenty of juicy headlines, as well as essential insights for brands and organisations preparing 2020 digital plans.

在过去的三个月里,大量的新数据推动了数字领域各个方面的惊人增长,因此We Are Social和Hootsuite合作发布了新的数字版2019年第四季度全球数字领域简报,其中包含很多有趣的头条新闻,同时也为品牌和组织准备2020年数字计划提供了非常重要的洞察。

Download the whole Digital 2019 Q4 Global Digital Statshot report here:
点击此处,下载完整版2019年第四季度全球数字领域简报:

Big jump in internet user numbers

互联网用户数量大幅增长

The number of internet users around the world is now 400 million higher than it was this time last year, representing annual growth of 10 percent.

目前全球互联网用户的数量相比去年同期高出4亿,这表示年增长率为10%。

However, these figures have been significantly influenced by new data published by the ITU, and our understanding is that much of the ‘growth’ is likely due to more accurate and timely reporting, rather than because of a sudden increase in the number of internet users over the past three months.

但是,这些数据受到了国际电信联盟公布的新数据的显著影响,我们的理解是大部分“增长”很可能是由于更准确和及时的报告,而不是由于过去三个月互联网用户数量的突然增加。

Regardless of the cause, however, the new figures are particularly encouraging. The number of internet users around the world is rapidly approaching 4.5 billion, and if current trends continue, we should see some impressive new milestones as we head into 2020.

然而不论原因如何,新的数据非常激励人心。全球互联网用户的数量正迅速接近45亿,如果按照目前的趋势继续发展下去,当我们步入2020年时将会看到一些值得被记住的新里程碑。

We’re particularly pleased to note that much of the growth in the ITU’s new data has come from emerging economies – especially across Africa – and this could signal the start of a whole new wave of growth across all kinds of connected behaviours in the coming months.

我们特别高兴地注意到,国际电信联盟新数据的大部分增长来自新兴经济体,特别是非洲,这可能表示在未来几个月里所有相关行为开始有一个全新浪潮的增长。

Social media user numbers up again

社交媒体用户数量再次增长

Global social media user numbers have surged this quarter too, but once again this is mainly due to the availability of new data, and not because of a sudden rush of new users.

全球社交媒体使用者的数量也在本季度激增,但这次主要是由于新数据的可利用性,而不是因为新用户的突然涌入。

The key driver in this quarter’s growth comes from India, where WhatsApp recently revealed that they have passed the 400 million active user mark. For context, that’s 100 million active users more than Facebook’s core platform.

本季度增长的关键原因来自印度,WhatsApp最近透露,印度已经有超过4亿的活跃用户数量。总的来说,这比Facebook的核心平台多了1亿活跃用户。

These figures suggest that almost 30 percent of India’s total population already uses WhatsApp each month. What’s more, with the number of mobile internet subscribers in India growing at a rate of more than 250,000 every day, there’s still plenty more opportunity for social media growth in India.

这些数据显示,几乎印度总人口的30%每个月都在使用WhatsApp。此外,随着印度的移动互联网用户数量以每天超过25万的速度增长,但对于印度的社交媒体发展来说仍有大量的机会。

Other platforms belonging to Facebook Inc. and Tencent also contributed to overall growth in social media user numbers, but – as we’ll see below – there are some interesting trends emerging at the individual platform level.

Facebook和腾讯旗下的其它平台也对社交媒体用户数量的整体增长做出了贡献,但在单个平台层面上新出现了一些有趣的趋势,我们将在下面看到。

Facebook’s ad audience growth slows

Facebook的广告受众增长减缓

Facebook’s core product saw significantly slower growth in its advertising audience numbers over the past three months, with the platform adding just 8 million new users between July and September 2019. At just 0.4 percent, this quarterly growth rate is significantly lower than the 3 percent growth in advertising audience numbers that the platform delivered in the second quarter of this year.

在过去三个月里,可以明显看到Facebook核心产品的广告受众数量增长减缓,平台在2019年7月到9月只增加了800万新用户。这个季度的增长率只有0.4%,明显低于该平台在今年第二季度3%的广告受众数量增长率。

Meanwhile, individual country figures tell an even more interesting story. Facebook’s own advertising tools suggest that advertisers can reach fewer people in the United States and Indonesia today compared to this time three months ago, suggesting that advertising audiences in two of the platform’s biggest markets may actually be shrinking, albeit only by small margins. 与此同时,个别国家的数据说明了一个更有趣的故事。Facebook自己的广告功能显示,如今美国和印度尼西亚的广告主所能接触到的受众相比起三个月前的这个时候更少了,这说明了该平台最大两个市场的广告受众市场可能实际上正在萎缩。

Meanwhile, despite the fact that Facebook still appears to have the largest youth audience of any social media platform in the world, the company’s latest numbers suggest that its youth advertising audience is also shrinking. Facebook’s advertising tools indicate that advertisers can now reach 2.6 percent fewer users aged 13 to 17 compared to the second quarter of 2019, and 2 percent fewer users aged 18 to 24.

与此同时,尽管Facebook在全球所有社交媒体平台中仍然拥有最庞大的青年受众群体,但Facebook公司最新的数据显示其年轻广告受众群体也同样在萎缩。Facebook的广告功能表明,相比2019年第二季度,广告主如今可以接触到的13岁至17岁青少年用户减少了2.6%,18岁至24岁年轻用户也减少了2%。

However, there may be various reasons for these drops, including proactive moves by Facebook to remove accounts that have breached the platform’s terms and conditions. These numbers are also only representative of the platform’s advertising audiences, and may not correlate to changes in the platform’s total monthly active users [note: the figures that Facebook reports in its investor earnings reports are monthly active user numbers, and not the advertising audience numbers that we report here].

然而,造成这些下降的情况可能有各种各样的原因,包括Facebook主动删除违反平台条款和条件的账户。这些数据可能仅仅只是代表着平台的广告受众,可能与平台总的每月活跃用户无关【注:Facebook在其投资者收益报告中所报告的数据是每月活跃用户的数量,而不是我们这里所提到的广告受众数量】。

It’s also worth highlighting that Facebook delivered improved advertising performance during the third quarter compared to the previous three months. The platform’s Audience Insights tool reveals that the typical global Facebook user clicked on a median of 12 adverts per month between July and September 2019, compared to a median of 11 adverts per month between April and June.

同时值得强调的是,Facebook在第三季度的广告绩效相比起前三个月有所改善。该平台的受众洞察功能显示,Facebook全球用户在2019年7月到9月期间每月平均点击12则广告,相比同年4月到6月期间每月平均点击11则广告。

TikTok don’t stop

抖音并未停止

Bytedance hasn’t published active user numbers for TikTok in recent months, focusing instead on sharing its latest app download numbers, or the combined number of active users across all of the apps in the company’s broader portfolio. The company’s new self-service advertising tools don’t show audience numbers either, opting instead to report audience reach on a five-point scale.

字节跳动近几个月内未公布抖音的活跃用户数量,而是专注于分享其应用程序最新下载数和该公司广泛投资的所有应用程序的活跃用户总数。公司新的自主服务的广告工具也不向大众显示阅读数,而是选择以半数制的方式来公布阅读数。

However, the latest data from app intelligence company App Annie suggest that TikTok continues its explosive growth around the world, with the insights company ranking TikTok just behind Instagram in terms of monthly active users through the third quarter of 2019.

然而,应用程序数据分析公司App Annie的最新数据显示,抖音在全球范围内继续保持爆炸式增长,截至2019年第三季度,该公司的月度活跃用户数量仅次于Instagram。

App Annie’s latest data also suggest that TikTok’s download rates may have increased in the past few weeks, with the global download rankings for September 2019 showing TikTok in second place, just behind Mario Kart Tour, and ahead of all of Facebook’s platforms.

App Annie的最新数据还显示,抖音的下载率在过去几周有所上升,2019年9月的全球下载排名显示,抖音排名第二,仅次于《马里奥赛车之旅》(Mario Kart Tour),领先于所有Facebook平台。

Pinterest’s steady ascent

Pinterest稳步攀升

Pinterest’s first investor earnings report revealed that the platform now has 300 million monthly active users around the world, representing annual growth of 30 percent versus Q2 2018. Data from the company’s self-service advertising tools also show solid growth in advertising reach over the past three months, and marketers can now use Pinterest to target more than 150 million users across the globe.

Pinterest的第一份投资者收益报告显示,该平台目前在全球拥有3亿月度活跃用户,同比增长30%。来自该公司自主服务的广告工具的数据也显示,在过去三个月里,广告覆盖范围稳步增长,营销人员现在可以使用Pinterest来锁定全球逾1.5亿用户。

The demographics of Pinterest’s advertising audience are particularly interesting. You probably won’t be surprised to hear that women account for a significant share of Pinterest’s total audience, but you may be surprised to learn what this share means when we translate it into actual user numbers.

Pinterest的广告受众统计数据尤其有趣。当你听说女性在Pinterest的总用户中占了相当大的比例时,你可能不会感到惊讶,但当我们把这个比例转化为实际用户数量时,你就会很惊讶了。

For example, in the United States, advertisers can now reach almost as many women over the age of 30 on Pinterest as they can on Instagram, despite Instagram’s total global advertising audience (male and female) being almost six times bigger than Pinterest’s.

举个例子,在美国,广告商在Pinterest上接触到的30岁以上女性数量几乎和Instagram上一样多,Instagram的全球广告受众(男性和女性)几乎是Pinterest的六倍。

Pinterest also performs well in Western Europe. The platform’s advertising tools suggest that advertisers can now reach roughly 8.3 million women across all age groups in Germany, compared to the 9.9 million women that advertisers can reach on Instagram.

Pinterest在西欧也表现良好。该平台的广告工具显示,在德国,广告商现在可以接触到大约830万名各个年龄段的女性,而在Instagram上,广告商可以接触到990万名女性。

The situation in France is similar, with Pinterest reporting a female advertising audience of 8.1 million, compared to Instagram’s female audience of 9.1 million, again across all age groups.

法国的情况也差不多,Pinterest报告显示,女性广告受众为810万,而Instagram的女性受众为910万。

5G making its mark

5G崭露头角

The latest internet connection speed data from Ookla indicate that the promise of 5G hasn’t been exaggerated. Average mobile data speeds in South Korea – which arguably has seen the most extensive 5G rollout so far – have gone into overdrive in the past two quarters, and the numbers tell a compelling story for 5G’s future.

来自Ookla的最新互联网连接速度数据表明,5G的前景并没有被夸大。在过去两个季度里,韩国的平均移动数据速度——可以说是迄今为止5G推广最广泛的国家——已经超速运行,这些数据对5G的未来都是很有说服力的。

Ookla reports that the average mobile internet connection in the country reached 95.11Mbps in September – almost 40 percent faster than the average mobile download speed in second-placed Qatar.

Ookla报道称,该国的移动互联网平均连接速度在9月份达到了95.11Mbps——比排名第二的卡塔尔的平均移动下载速度几乎快了将近40%。

However, Korea actually saw a slight drop in mobile download speeds in September, and if we look at mobile connection speeds across the third quarter of 2019 as a whole, the average Korean mobile internet connection actually exceeded 100Mbps. That’s more than double the speeds that South Korea’s mobile users enjoyed just this time last year.

然而,韩国9月份的移动下载速度略有下降,如果我们将2019年第三季度的移动连接速度作为一个整体来看,韩国移动互联网的平均连接速度实际上超过了100Mbps。这个速度已经比去年同期快了两倍多。

For context, Netflix recommends that users need a minimum connection bandwidth of 25Mbps to stream “Ultra HD quality” content (e.g. movies in 4K definition). That means that the average Korean mobile user can now stream four separate 4K movies on a single mobile internet connection at the same time.

Netflix建议用户至少用25Mbps的连接带宽来传输“超高清质量”的内容(比如4K分辨率的电影)。这意味着韩国手机用户可以连接一个移动互联网同时观看四部独立的4K电影。

At the risk of resurrecting one of digital’s oldest clichés, these trends suggest that 2020 may be “the year of 5G mobile”. However, 5G’s real promise doesn’t lie in multi-streaming 4K movies to phones, but in powering the internet of things.

冒着数字时代是最古老的这种陈词滥调重现的风险, 2020年可能是“5G年”。然而,5G的真正前景并不在于向手机提供多流媒体的4K电影,而是为物联网提供动力。

The impact of IoT devices may take a little longer to influence people’s everyday lives, but now is still a good time to start preparing, because the future is accelerating.

物联网设备的影响可能需要更长的时间才能影响人们的日常生活,不过,现在仍然是开始准备的好时机,因为未来离我们并不远。

Asia rising

亚洲崛起

App Annie’s latest data show that
six of the world’s ten most-used mobile apps are now owned by Chinese companies
(side note: the remainder are all owned by Facebook). Chinese companies also
dominate when it comes to mobile games, which App Annie reports account for 40 percent of
all global app downloads.

App
Annie的最新数据显示,全球十款最常用的手机应用程序中有六款现在是归中国公司所有。(边注:其余全部归Facebook所有)。在手机游戏方面,中国公司也占据主导地位,App Annie报告中称其占全球所有应用程序下载量的40%。

But Asia’s digital influence isn’t limited to Chinese companies, and organisations in Japan and Korea consistently deliver some of the world’s most popular apps too.

但是亚洲的数字影响力不仅限于中国公司,日本和韩国的机构也始终如一地提供一些世界上最受欢迎的应用程序。

Meanwhile, it’s a similar story when we look at the web. Asian sites increasingly dominate the world’s most-visited online destinations, with China’s ecommerce platforms showing particular success.

同时,当我们分析网页数据时,情况与此类似。随着中国的电子商务平台的巨大成功,亚洲站点越来越多地成为世界上访问量最大的在线目的地。

However, the latest global web traffic insights from SimilarWeb reveal some more interesting trends. The company’s ranking of the world’s most visited websites for September 2019 show that Korea’s naver.com and Japan’s yahoo.co.jp have both entered the global top 20, although sadly there’s nothing obvious in the data to suggest what may be behind the increasing appeal of either site.

但是,来自SimilarWeb的最新全球网页流量洞察揭示了一些更有趣的趋势。在2019年9月全球访问量最高的公司网站排名中显示,韩国的naver.com和日本的yahoo.co.jp均已进入全球前二十名。尽管很可惜,数据中没有明显迹象表明增加吸引力的背后原因可能是什么。

Data from Amazon’s insights division, Alexa (not to be confused with the company’s voice assistant of the same name), tell a similar story. The company’s latest reports show that Chinese websites now account for three of the five most-visited web destinations in the world, and more than half of the top 20.

来自亚马逊洞察部门Alexa的数据(不要和该公司的同名语音助手相混淆)讲述了一个类似的情况。该公司的最新报告显示,中国网站目前占全球访问量最高的五个网站中的三个,占据排名前二十个网站中的一半以上。

Tmall performs particularly
well in Alexa’s latest rankings, with the company ranking three distinct domains
in the world’s top 20 websites. Critically, the ecommerce platform’s homepage
now ranks as the fourth most-visited website in the world – significantly
higher than Amazon.com, which Alexa currently ranks thirteenth.

天猫在Alexa的最新排名中尤其出色,该公司在全球排名前二十的网站中的三个不同领域表现不俗。至关重要的是,天猫的主页现在排名位于全球第四大访问网站——远远高于Alexa当前的第十三位排名。

It’s worth noting that an increasing number of shoppers may be making use of Amazon’s mobile apps, but – once again – Chinese companies are winning in the mobile ecommerce world too, with Alibaba’s Taobao app coming in at ninth place in App Annie’s ranking of the world’s most used mobile apps.

值得注意的是,越来越多的购物者可能正在使用亚马逊的手机应用程序。但是再次强调,中国公司也在手机电子商务领域取胜。阿里巴巴的淘宝应用程序在App Annie的全球最常用手机应用程序榜单中排名第九。

With the sheer size of Asia’s population and the rapid growth of internet users across the region, these numbers and trends are easy to explain, but their implications cannot be overstated. As we head into the next decade, expect to see some significant shifts in the centre of the internet’s gravity.

伴随着亚洲的巨大人口数,该地区互联网用户的快速增长,这些数据和趋势很容易被解释,但是其影响却不可低估。在我们进入下一个十年的过程中,预计互联网的重心将发生重大变化。

If you’d like to dig a bit deeper into ecommerce behaviours and trends in Asia, check out our recent deep-dive reports on online shopping across Southeast Asia. 因此,如果你想更深入了解亚洲地区的电子商务情况和趋势,请查阅我们最近的关于东南亚在线购物深入研究报告。

Looking ahead to 2020

展望2020年

We’re already preparing for our flagship Digital 2020 reports, which we’ll be publishing in the first few weeks of the new year.

我们已经着手准备我们2020年数字媒体趋势报告,并将在新一年的前几周发布。

However, based on the emerging trends that we’re already seeing in our preparations, here are three things I’d recommend adding to your watchlist for 2020:

然而,根据新的趋势,我们可以看到,在我们所准备的报告中,有三点在2020年是非常值得关注的:

1.Voice: one of the biggest changes in 2020 will be the rising use and influence of voice interfaces, and how these tools will shape the evolution of digital as a whole. For clarity, the story here isn’t just about the rise of smart speakers, and the opportunity certainly isn’t limited to building an Echo Skill for your next ad campaign. Rather, voice interfaces have the potential to revolutionise the ways in which each and every one of us uses and interacts with all of our connected devices, with content, and – crucially – with search results.

1.  语音功能:在2020年发生巨大的变化之一就是语音功能。它将会被大量地使用,语音界面也会有所影响,以及这些改变将如何影响整个数字化的演变。为了弄清楚这些,我们需要了解的不仅是智能扬声器的兴起,还有无限的机遇让你在下一个广告战役中不仅仅是建立回声技能。从另一个角度来看,语音界面有极大的潜力改变我们每个人的使用方式与互动方式,像是与其它设备的连接方式,连接的内容,最重要的还有搜索结果。

2. Games: whether it’s playing them
or watching others play them, and whether it’s a quick five minutes at the bus
stop or a global esports tournament, games will be another top story in 2020.
There are some huge opportunities for brands here, but marketing in these
active, ‘lean-forward’ environments will require some very different thinking
to the kind of ‘lean-back’ marketing that has dominated ‘mass entertainment’
advertising over the past 50 years.

2.游戏:无论是在玩游戏还是观看别人玩游戏,无论是在车站上等车的短暂时间还是在全球电竞锦标赛上,游戏将是2020年的另一个热门话题。各大品牌将会有巨大的机会。但在这活跃的市场中,相对于过去的50年所主导的“大众娱乐”广告,新的探索将会需要一些与众不同的思路。

3. A cultural shift: as internet access and
connection speeds accelerate across emerging markets, we can expect to see
meaningful increases in the volume and popularity of content coming out of
these geographies too. Many decry the dangers of today’s internet ‘filter
bubbles’, but – in reality – it has never been easier for individuals to
connect with people from all over the world; to learn about their worlds and
their cultures, and to explore valuable new perspectives and opportunities. So,
my top tip for 2020 is to “feed your feed”: actively add diverse perspectives
and opinions into your digital diet, and embrace what diversity can do for you.

3. 文化转变:随着新兴市场的互联网访问和连接速度加快,可以预期,这些内容的数量和受欢迎程度也会有意义的增长。许多人谴责当今互联网“滤泡”的危险,但是在实际情况中,人与全世界的联系从未如此简单;了解他人的世界和文化,探索有价值的新观点和新机会。所以,我觉得要在2020年有所收获,其首先要做的就是“充盈内容”:积极地将不同的观点和见解融入到一起,积极地接触和吸纳多元化文化。

That’s all for this quarter – we’ll see you again in the next decade!

以上是这个季度的全部内容,与您相约下一个十年!